EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 1, Problem 1.17VC
Summary Introduction

Case summary: Company ZS has became a billion dollar e-tailer in a short span of time. The company offered superior service accessible in many places. Some notable services was its free shipping, surprise upgrades to overnight services, 24*7 call centers, and 365-day return policy. Company ZS has attracted the customers with its attentive services which they offered. Company ZS was focused on customer-centric strategy. It also reveals the ultimate reward they receive was the committed work they carry out.

Characters in the case: Company ZS

To Determine: The ways company ZS build long-term customer relationships.

Introduction: Customer relations is the procedure and way by which a business creates, sets up, and keeps up associations with its consumers. Organizations increase and decrease through the help of their customer bases. Therefore, it is significant that to create powerful consumer relationship.

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Base Ethical dilemma teaser. ABC Plastics Co. contracts with NASA to manufacture component parts used in communications satellites. NASA reimburses ABC on the basis of the actual manufacturing costs it incurs, plus a fixed percentage. Prior to being awarded a contract, ABC must submit a bit that details the estimated costs associated with each project. An examination of ABC's job cost sheets reveals that actual costs consistently exceed cost estimates quoted during the bidding process. As a consequence, NASA ends up paying considerably more than the bids ABC submits. An ABC representative was recently quoted as saying, "We really aren't overcharging NASA for the work that we do. The actual costs shown on our job cost sheets seem high only because we are forced to understate our bid estimates in order to be awarded contracts. It's a common practice, and everybody does it. The truth of the matter is companies that quote realistic bid prices are not awarded contracts." Let us assume that…
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